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Rachel Melo-Walther / Katell Jentreau Netflix Globalization - November 2017 Globalization @ Netflix Localizing episodic titles for Netflix TV shows Creative & Technical Challenges Rachel Melo-Walther / Katell Jentreau Netflix Globalization - November 2017 Globalization @ Netflix Our global footprint 2014 2017 14 languages 25 languages... 41 Originals 400+ Originals 18m non-US members 56m non-US members* *Q3 2017 Letter to Shareholders Globalization team’s mission: Drive Globalization to create the best local user experience at scale. What we do... Product UI Non-member Navigation A/B test Input keyboards Search RTL support TV UI Mobile devices Web UI Metadata Season labels Episodic titles Main titles Synopses Cast names And more... Marketing campaigns Press releases Social Trailers Customer Service Messaging Episode Titles העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך העולם Alt ÜstThe Upside DownVrangsiden Lumea e cu susul în jos Le monde à l’envers 뒤집힌 곳 Ylösalainen maailma ההפוך Show of hands! Who here pays attention to episodic titles on Netflix? Why are we talking about this? Understanding the challenges behind sometimes obscure creative intent, and how to preserve this creative intent in all 103 - Prickly-Muffin markets... Why are we talking about this? And the complexity of process and tools around localizing thousands of episodic titles to a global audience. The Creative Process Various types of localization Translation Transcreation Transliteration Casete 1, lado A Stet! La science de la barbe Sassenach Research גרייס Best cultural fit Brand consistency Diverse content Descriptive titles Kimmy Schmidt - Kimmy kisses a boy! Mindhunter - Episode 7 Diverse content References Play on words Current trends Marvel’s Iron Fist - Eight Diagram Dragon Palm Degrassi The Next Class - #BootyCall The Importance of the Rationale Dark Descent Darkness Visible Insolence & Wine My Adventurous Song The Vast Abyss The Importance of the Rationale 国王崩御 The Importance of the Rationale It’s all about context! Better Call Saul S2 riddle F Switch R Cobbler I Amarillo N Gloves Off G Rebecca ? S Bali Ha’i B Inflatable A Fifi C Nailed Klick K Consistency with subs & dubs 00:19:39 - You farting sex tourist. - Oh, snap. Santa Clarita Diet: The Farting Sex Tourist Consistency with subs & dubs 00:35:21 - Not on my watch. Lesbian request denied. - OK, wait! I had nothing to do with that. Orange is the New Black: Lesbian Request Denied Consistency with subs & dubs 00:05:05 - What’d she say? - Upside down. Stranger Things: Chapter 5: The Flea and the Acrobat Creative input from content creators These two episodes are about Aziz’s character Dev’s trip to Italy. Aziz wanted a feel of Italian Cinema, evoke the beauty of the Italian language and give viewers a European cinema experience. For this reason, these two episodes are in a combination of English and Italian. Master of None 201: The Thief International Originals Challenge “It is customary in Japan to eat soba noodles on New Year’s Eve.” 深夜食堂: Tokyo Stories 110: 年越しそば、再び A continuous collaborative process between Language, Content, Marketing, PR & Social teams An in-depth look at Netflix Originals Episodic Titles A Unique Challenge How to convey and preserve creative intent in 24 languages for thousands of originals episodic titles each month? 1. Respect creative intent 2. Support scale 3. Monitor quality Respect Creative Intent Get close to it! ○ Identify key players ○ Scope the ask ○ Get buy-in from stakeholders to get what you need ○ Obtain rationale directly from show runners ○ Evangelized the need for rationale, tradeoffs if not provided Quality of localized titles OK Better Best No rationale provided Rationale provided by Rationale is provided someone close to directly by the show the content creators Respect Creative Intent Manage relationship with talent and stakeholders ○ Understand what the show is and what it is not ○ Understand what they want to know about localization ○ Acknowledge what is not working and fix it ○ Create a feedback loop ○ Create transparency into your processes ○ Build trust! Respect Creative Intent Don’t disappoint the fans! Support Scale Define business requirements ○ How/when to kick off localization ○ Priority ○ Due dates ○ Localization expectations per content type ○ Subs or dubs match ○ Security ○ Data Support Scale Understand dependencies ● Predecessors (title set up, subs and dubs) and successors (marketing campaigns, video processing time) determine the order and timing of tasks Support Scale Define language team needs ○ Context and consistency with content ● Key Names and Phrases, video, rationale, show guides ○ External vs. Internal resources ○ Auto-dispatched jobs ○ Efficient grouping ○ Flexible workflows Support Scale Build or select smart, adaptable tools ○ Tools must evolve as fast as the business ○ Have solid requirements defined before building or selecting tool ○ Prioritize features and improvements ○ Re-evaluate roadmap on a regular basis ○ Create necessary dashboards Support Scale Communicate! ● Announce changes, feature rollouts ● Stay in touch with stakeholders ● Ask for feedback, act on it ● Share data Tools: Localization Platform Tools: Localization Reference Tool Tools: Localization Reference Tool Tools: KNP Monitor Quality ● MQM ● QC ● Social buzz ● Input from stakeholders Summary To scale creative localization successfully: ○ Respect creative intent ○ Support scale ○ Monitor quality And you’ll go... From this: To this: Show of hands! Who will now pay more attention to episodic titles on Netflix? Thank you. Questions?.
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